Pay It Forward This Black Friday

We've had lots of messages about Black Friday and Cyber Monday deals, so we'd like to tell you a little about ours. We know many of you will be looking for a bargain or two this weekend but we also know (from last year's 'Pay It Forward' campaign) that many of you would be happy to forgo saving a few pennies if those pennies could be used to make a difference to those in need.

We're lucky to be in a position to do what we do, and the vast majority of our customers have the same fortune to be able to choose to shop with us. Recognising the position we are in, we want to do some good. Over the Black Friday weekend we'll be donating 20% of our profits from the sale of goods to the Young Minds Children's Mental Health Charity.

Young Minds is a charity that has become vey pertinent to our family and local community over the past few days, after hearing the desperately sad news of a young boy's passing. It has brought to our attention how important it is to raise awareness of mental health issues among children and young adults, and to get the message to those in a desperate situation that they are not alone and there is help.

Young Minds are leading the fight for a future where all young minds are supported and empowered, whatever the challenges. They are here to make sure young people get the best possible mental health support and have the resilience to overcome life’s difficulties.

The crisis in children and young people’s mental health is real and it is urgent. More children and young people than ever before are reaching out for help with their mental health. But for those who take that brave step, help is much too hard to find. Young Minds are fighting to change this.

Enjoy a busy shopping weekend and if you happen to buy anything from us, know that your bargain hunting is having a real impact on young people who really need your help.

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About the shop

All Mama's Children is a family owned business, selling premium quality toys, nursery and parenting products. We try to run our business as ethically, fairly and transparently as possible, while behind the scenes we make the best use of technology and supply chain we can, to keep service levels up and prices down. Thank you for choosing to buy from real people, we hope to repay your custom with the friendliest, most attentive and fairest service available.